Brand Management

MGMT X 460.41

Building, maintaining, and managing a company's brand is a critical function of marketing. Learn the tools you need to successfully build and manage a brand.

READ MORE ABOUT THIS COURSE
Fall
Winter
Spring
Summer
Online
Classroom
Starting at $765.00
As few as 6 weeks
4.0

What you can learn.

  • Overview the history and development of branding
  • Practice brand development and brand research through hands-on projects
  • Learn to create brand management structures for sales, marketing, advertising, and promotional purposes
  • Differentiate between brand equity and brand identity, and examine how to extend existing brands
  • Review case studies of how brands are won and lost

About this course:

Explore, learn, and understand the complexities in the development, sustainability, and leverage of a brand. In this comprehensive course, participants learn how brand identity must be nurtured and managed to positively affect a company's performance and future, as well as understand the power and importance of a brand from its creation through execution. This course presents students with an overview of brand development; brand research; and brand management structures for sales, marketing, advertising, and promotional purposes. In addition, students explore how companies develop financial wealth by extending existing brands and controlling and/or influencing brand pricing and distribution. Additional topics include an overview of brand history; understanding the differences between brand equity and brand identity; and consideration of how brands are won and lost. 

Winter 2020 Schedule

Available Format(s):

These courses are fully online, and there are no in-person classroom meetings.

Future Offering (Opens November 04, 2019 12:00:00 AM)
-
Instructor: Robert Liljenwall
370818
Fee:
$765.00
See Details
Notes

Internet access required. Materials required.

Refund Deadline
No refunds after January 10, 2020
Course Requirements
Book: Strategic Brand Management by Kevin Lane Keller
Internet access required to retrieve course materials.
Course syllabus not yet available.

These courses meet in person and make use of an online presence to varying degrees.

Future Offering (Opens November 04, 2019 12:00:00 AM)
-
Tuesday 6:00PM - 9:00PM
Location: UCLA Extension Gayley Center in Westwood
Instructor: Marc Villarreal
370815
Fee:
$765.00
See Details
Notes

Internet access required. Materials required.

Refund Deadline
No refunds after January 20, 2020
Course Requirements
Internet access required to retrieve course materials.
Course syllabus not yet available.
Book: 22 IMMUTABLE LAWS OF BRANDING by Al & Laura Ries
Book: The Brand Gap by Marty Neumeier
Schedule
Type
Date
Time
Location
Lecture
Tue Jan 7, 2020
6:00PM - 9:00PM
UCLA Extension Gayley Center in Westwood
UCLA Extension Gayley Center 121C
Lecture
Tue Jan 14, 2020
6:00PM - 9:00PM
UCLA Extension Gayley Center in Westwood
UCLA Extension Gayley Center 121C
Lecture
Tue Jan 21, 2020
6:00PM - 9:00PM
UCLA Extension Gayley Center in Westwood
UCLA Extension Gayley Center 121C
Lecture
Tue Jan 28, 2020
6:00PM - 9:00PM
UCLA Extension Gayley Center in Westwood
UCLA Extension Gayley Center 121C
Lecture
Tue Feb 4, 2020
6:00PM - 9:00PM
UCLA Extension Gayley Center in Westwood
UCLA Extension Gayley Center 121C
Lecture
Tue Feb 11, 2020
6:00PM - 9:00PM
UCLA Extension Gayley Center in Westwood
UCLA Extension Gayley Center 121C
Lecture
Tue Feb 18, 2020
6:00PM - 9:00PM
UCLA Extension Gayley Center in Westwood
UCLA Extension Gayley Center 121C
Lecture
Tue Feb 25, 2020
6:00PM - 9:00PM
UCLA Extension Gayley Center in Westwood
UCLA Extension Gayley Center 121C
Lecture
Tue Mar 3, 2020
6:00PM - 9:00PM
UCLA Extension Gayley Center in Westwood
UCLA Extension Gayley Center 121C
Lecture
Tue Mar 10, 2020
6:00PM - 9:00PM
UCLA Extension Gayley Center in Westwood
UCLA Extension Gayley Center 121C
Lecture
Tue Mar 17, 2020
6:00PM - 9:00PM
UCLA Extension Gayley Center in Westwood
UCLA Extension Gayley Center 121C
Future Offering (Opens November 04, 2019 12:00:00 AM)
-
Tuesday, Thursday 1:00PM - 4:00PM
Location: UCLA Extension Gayley Center in Westwood
Instructor: Beverly Macy
370816
Fee:
$795.00
See Details
Notes

This section is specifically for international students in the Marketing Certificate program. Internet access required. Materials required.

Refund Deadline
No refunds after February 17, 2020
Course Requirements
Internet access required to retrieve course materials.
Book: Building Strong Brands by David Aacker
Course syllabus not yet available.
Schedule
Type
Date
Time
Location
Lecture
Tue Feb 11, 2020
1:00PM - 4:00PM
UCLA Extension Gayley Center in Westwood
UCLA Extension Gayley Center 113
Lecture
Thu Feb 13, 2020
1:00PM - 4:00PM
UCLA Extension Gayley Center in Westwood
UCLA Extension Gayley Center 113
Lecture
Tue Feb 18, 2020
1:00PM - 4:00PM
UCLA Extension Gayley Center in Westwood
UCLA Extension Gayley Center 113
Lecture
Thu Feb 20, 2020
1:00PM - 4:00PM
UCLA Extension Gayley Center in Westwood
UCLA Extension Gayley Center 113
Lecture
Tue Feb 25, 2020
1:00PM - 4:00PM
UCLA Extension Gayley Center in Westwood
UCLA Extension Gayley Center 113
Lecture
Thu Feb 27, 2020
1:00PM - 4:00PM
UCLA Extension Gayley Center in Westwood
UCLA Extension Gayley Center 113
Lecture
Tue Mar 3, 2020
1:00PM - 4:00PM
UCLA Extension Gayley Center in Westwood
UCLA Extension Gayley Center 113
Lecture
Thu Mar 5, 2020
1:00PM - 4:00PM
UCLA Extension Gayley Center in Westwood
UCLA Extension Gayley Center 113
Lecture
Tue Mar 10, 2020
1:00PM - 4:00PM
UCLA Extension Gayley Center in Westwood
UCLA Extension Gayley Center 113
Lecture
Thu Mar 12, 2020
1:00PM - 4:00PM
UCLA Extension Gayley Center in Westwood
UCLA Extension Gayley Center 113
Lecture
Tue Mar 17, 2020
1:00PM - 4:00PM
UCLA Extension Gayley Center in Westwood
UCLA Extension Gayley Center 113
Future Offering (Opens November 04, 2019 12:00:00 AM)
-
Monday, Wednesday 1:00PM - 4:00PM
Location: UCLA Extension Gayley Center in Westwood
370817
Fee:
$795.00
See Details
Notes

This section is specifically for international students in the Marketing Certificate program. Internet access required. Materials required.

Refund Deadline
No refunds after January 12, 2020
Course Requirements
Internet access required to retrieve course materials.
Book: The 22 Immutable Laws of Branding by Al Ries, Laura Ries.
Course syllabus not yet available.
Schedule
Type
Date
Time
Location
Lecture
Mon Jan 6, 2020
1:00PM - 4:00PM
UCLA Extension Gayley Center in Westwood
UCLA Extension Gayley Center 113
Lecture
Wed Jan 8, 2020
1:00PM - 4:00PM
UCLA Extension Gayley Center in Westwood
UCLA Extension Gayley Center 113
Lecture
Mon Jan 13, 2020
1:00PM - 4:00PM
UCLA Extension Gayley Center in Westwood
UCLA Extension Gayley Center 113
Lecture
Wed Jan 15, 2020
1:00PM - 4:00PM
UCLA Extension Gayley Center in Westwood
UCLA Extension Gayley Center 113
Lecture
Mon Jan 20, 2020
1:00PM - 4:00PM
UCLA Extension Gayley Center in Westwood
UCLA Extension Gayley Center 113
Lecture
Wed Jan 22, 2020
1:00PM - 4:00PM
UCLA Extension Gayley Center in Westwood
UCLA Extension Gayley Center 113
Lecture
Mon Jan 27, 2020
1:00PM - 4:00PM
UCLA Extension Gayley Center in Westwood
UCLA Extension Gayley Center 113
Lecture
Wed Jan 29, 2020
1:00PM - 4:00PM
UCLA Extension Gayley Center in Westwood
UCLA Extension Gayley Center 113
Lecture
Mon Feb 3, 2020
1:00PM - 4:00PM
UCLA Extension Gayley Center in Westwood
UCLA Extension Gayley Center 113
Lecture
Wed Feb 5, 2020
1:00PM - 4:00PM
UCLA Extension Gayley Center in Westwood
UCLA Extension Gayley Center 113
Lecture
Mon Feb 10, 2020
1:00PM - 4:00PM
UCLA Extension Gayley Center in Westwood
UCLA Extension Gayley Center 113
Lecture
Wed Feb 12, 2020
1:00PM - 4:00PM
UCLA Extension Gayley Center in Westwood
UCLA Extension Gayley Center 113

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Speak to a program representative. Hours: Mon-Fri, 8am-5pm.
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